Are you putting too much faith in data alone? Yes, data can tell you a lot about your customers’ and employees’ behavior. With today’s powerful data analytics tools, gathering and using data to build customer and employee experiences that respond to user desires and actions has become almost a given. But there’s still a piece of the puzzle that’s missing: The human piece.
Data can tell you “what” but not “why”
With all the advanced digital tools available, it’s easy to look to them for all the answers. But every business process is about user experience, i.e., people.
Here’s a nugget of truth to keep in mind: Data tells you what people do, but it doesn’t tell you why they do it. When it comes to customer and employee experiences, people are more complicated than we think.
Further, experiences don’t just happen in one digital space. They happen in multiple places that may be both digital and physical.
Business transformation is experience transformation
While your business may need digital solutions to achieve its objectives, those digital solutions ultimately all have users: customers, employees, vendors and partners. Yet it’s all too easy to jump straight to technology. A huge risk of doing this is that you may end up implementing a solution that your users don’t like and won’t use. You can have great digital tools, but if the experience is ”meh,” it doesn’t matter.